For decades, Audi would use the phrase “vorsprung durch technik” in its English marketing materials, often confusing those who simply wanted to buy a car. And with that phrase, Audi would draw attention to the philosophy of “progress through technology” and underline how forward-thinking this German manufacturer could be. The phrase could have been talking about Audi’s turbocharged inline-five engine, which stood apart from the crowd and gave the company a true sense of identity. It was compact, offbeat, and instantly recognizable by the noise that it made, and it gradually developed over the years to become a solid part of the Audi world.
